Former England footballer Gordon Banks, Sir Michael Parkinson and broadcaster Fiona Phillips have relived their heartbreaking personal experiences with dementia to inspire the nation to reduce the stigma about the condition.
They're part of a Department of Health campaign to encouraging people who think they have any symptoms of the condition to seek medical advice.
The three-month project has been launched on World Alzheimer's Day.
More top news
Town's Championship game with Brighton part of a busy night for the region's League football clubs
A mix of patchy cloud and clear spells tonight. Bright and warm tomorrow
An animal charity has warned that 700 stray dogs in the Anglia region faced destruction because microchip details were out of date.